We left everything. We left beauty marks, we left tattoos, what you see is really what you get with our campaign. It's a selling point because our customers represent this great demographic and they don't really get to see what girls their age really look like.

She added, “They are still models, they're still gorgeous; they just look a little more like the rest of us.”

Similar in some ways to Dove’s “real beauty” campaign, Aerie’s new approach seems to be striking a chord. Virtually every Facebook comment about the campaign has been positive.

“I'm so glad someone is finally making this stand!” one commenter said. “The model in this picture looks happy AND healthy! Loved aerie before, but love them even more now!”

Another commenter said she is recovering from an eating disorder and is proud of Aerie for being brave.

A few complaints are scattered in the Facebook comments, but they aren’t really about the campaign itself. They’re about the availability of particular bra sizes. One asks why the company bothers to show a plus-size model when they don’t seem to have bigger bras available in stores.